2019 SCOTIABANK VANIER COLLEGE NATIONAL MARKETING CASE COMPETITION

Sunday, February 10, 2019

Flip Arts Springing to New Heights

ENGLISH VERSION

Prepared by: Wendy Keller

McGill University

© 2019. This case was prepared by Wendy Keller and is not intended to illustrate either effective or ineffective handling of a management situation. Some information may have been disguised in the interest of confidentiality. This case is for educational purposes and is not to be reproduced for other purposes other than the case competition without the permission from the author and the Scotiabank Vanier College National Marketing Case Competition.

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Flip Arts Springing to New Heights

By Wendy Keller

Darlene Traviss was in a hurry to get to her office at Flip Factory, in the northeastern part of Calgary.

Yesterday’s skype video call with Kelly Schreiber, CEO of L’ExpArts, a Montreal-based marketing firm,

with experience in promotion for performance arts, had made her feel cautiously optimistic, but

optimistic, nonetheless.

The commute to the office typically took 30 minutes, but this morning it was unusually long.

Infrastructure improvement projects around the city were causing back-ups. Ranked as one of the most

livable cities in North America1 and bolstered by renewed corporate investment, a mini-baby boom and

migration from both within and outside of Canada2, Calgary was on a slow but steady rebound from the

2015 recessionary period.3 The morning news said the “coast is not yet clear,” referring to the influence

of oil industry dynamics and trade, which would continue to impact transportation and energy costs. But

economic indicators for 2019-2022 forecasted improvements in job creation, regional housing and

population growth.4

As Darlene watched cars merge from two lanes to one, her thoughts drifted back to the early days of the

Flip Factory concept when she offered community-based gymnastics programs for different age groups

such as: 1) in an inner-city church hall and 2) by bringing soft matts and tumbling equipment to day-care

centers helping to introduce preschoolers to fitness and physical activities that coincided with Sport

Canada’s Active Start initiative.5

A professional athlete, trainer and coach, Darlene always looked for innovative ways to bring her love of

sports to the public at large. In the summer of 2011, she moved her “Fun, Fitness for All” programs to an

industrial park in the Greenview area of Calgary. With renovations and safety inspections complete, the

Flip Factory officially opened for business in October of that year (Exhibit A – Mission – Flip Factory). The

unique layout and structure of the facility (Exhibit B - Photos) provides flexibility to rearrange equipment

and offer beginner to professional level programs for Pre-school, Youth, Teen and Adults in non-

competitive gymnastics, parkour6, reverse bungee and trampoline activities. It also meets the needs of

former competitive athletes seeking to maintain their fitness levels and skills.

By 2014 Flip Factory programs had attracted 5000 on-site participants through its pre-school, youth, and

adult programs, bookings and summer camps. Additional services to elevate the Flip experience came in

the form of the Flip Café and Tot Spot, located on the mezzanine overlooking the gyms (Exhibit C - Photo).

The café allows family and friends to observe gym activities and enjoy light refreshments. The “Tot Spot”

with its different shapes of soft mats, jumpy castle and climbing equipment offer a non-threatening

introduction to gymnastics to children five and younger.

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But Darlene wanted to expand the company’s image from being a place “just for kids” and promote a

“Fun, Fitness and Entertainment” concept for all age groups. Encouraged by her employees and students

who wanted to showcase their achievements and skills and an increased global interest in performance

and circus arts7, she leased and renovated the 8000 square foot warehouse space (bay) adjacent to the

ones housing the Flip Factory gyms and established Flip Arts/Flip X-treme in 2016.

Despite a strong public and private sector network and a variety of promotional efforts, Darlene

continued to meet people who had not heard about the different Flip programs and services (Exhibit D),

especially those without children. And while existing members posted positive comments about their

“Flip” experiences, the current level of awareness would not attract a consistent adult following for the

unique fitness programs nor achieve the mission to become a hub for circus arts and stunt training in

Western Canada (Exhibit E – Vision – Flip Arts/Flip X-treme.)

Flip Arts/Flip X-treme

The Flip Arts/Flip X-treme gym with its engineered ceiling systems (for aerial equipment), giant monkey

bars, warped wall, high-falls airbag, trapezes, circus silks, teeter boards and aerial hoops, has a “more

mature feel” than the other gyms. It can accommodate circus, parkour, Ninja Warrior or stunt training,

or even house a floor-to-ceiling Black Box Theatre with room for 90 seated audience members.

Much like the gymnastic programs, Flip Arts/Flip X-treme programs are offered as three-month long Fall,

Winter and Spring sessions with two summer sessions in July and August. Depending on the age group

and level of difficulty, class sizes range from 8-18 members, with a coach to participant ratio of 1:8.

Flip X-treme programs such as Ninja Warrior and Parkour are held Mondays and Wednesdays. These are

very popular and fill up quickly. They are followed by Stunt Training classes. Between them, the gym is

booked from 4:30pm - 8:30pm. Flip Arts Circus and Aerial and Acrobatics programs occupy the gym on

Tuesdays and Thursdays from 4:30pm – 9:30pm and much of day on Saturdays. (Exhibit F - Programs.)

With some exceptions, program classes are priced at approximately $20/hour, and run 60 to 90 minutes

each, for 10 to 11 weeks. One-hour drop-in circus aerial classes for adults are available for $25.00.

Summer Circus camps (five days each) are offered in July and August for $485.00/participant and include

an end-of-camp show to demonstrate participants’ skills and promote the benefits of the Flip programs.

Two Cirque du Flip Circus Arts training programs are also available each year. Registrants (9 – under 18

years) must have a solid base of gymnastics, trampoline and circus skills. The cost for 22 weeks of

intensive work with professional coaches in aerial hoop, silks, trapeze, Russian Bar, Chinese Pole, teeter

board8 and acrobatics is $1020/participant. Each training program culminates with two 45-60-minute

matinees held “Under the Big Top” complete with professional costumes, make-up, lighting and sound

management (Exhibit G.) Ten percent of the gross revenues of these shows are donated to organizations

such as the Calgary Food Bank, Alberta Children’s Hospital Foundation and Kidsport.9

Tickets for the 2018 December Cirque du Flip production: The Grinch Who Stole Christmas were sold for

$15 for pre-teens and $20 for teens and adults. A different theme is scheduled for June 16th, 2019.

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Part of the success of the Flip Organization stems from the experience of 20+ part-time and full-time

coaches, trainers and staff that together foster a culture of transparency and support and create a

community environment. Trainers and coaches are recruited internally for the tweens and teens

programs and professional performance groups (e.g., Cirque du Soleil10) and former professional

athletes for more complex programs. Flip pays for workshops offered by Circus Labs (Langley, BC) or

Spectacle Blue (Okotoks, AB) and brings in gymnastic and circus arts experts to train employees.

Safety awareness and practices are paramount for both employees and participants. Circus arts, ninja

warrior, stunt and parkour type programs are very demanding. Special measures are taken to inform

every one of their responsibilities and the best and safest ways to enjoy what the business has to offer.

Integrated Marketing Communications Mix:

Thirty thousand dollars were spent in 2017 to promote Flip programs and services. This included

advertising in a local Chinese newspaper serving the Calgary region, inviting grandparents to encourage

their children to try the Flip Factory programs. The ad resulted in a 25% increase in enrollments over the

previous season.

In 2018, member tracking showed that 25% of new enrollments for Flip Arts/Flip X-treme programs were

reached through word-of-mouth or “Bring a Friend” initiatives. Social media attracted another 20%,

advertising (print and electronic) brought in 5%, with organic Google search efforts and party bookings

equally responsible for attracting the balance of new members.

The 2018 Flip Organization marketing communications budget was $15,000. Tactics included:

Regular advertising in Calgary’s Child magazine as well as online community boards and portals.

Use of Facebook, Instagram, Twitter, YouTube and the company website at www.FlipFactory.com to

connect with the target audience. Social media pages use similar designs; they are colorful and feature

photos of members performing gymnastics, circus arts or parkour as well as updates or invitations for

events. The website is professionally designed and provides history, photos of performances and

descriptions of programs. Registration can be done via Amilia11 or by calling the Flip office directly.

“Follower” trends are tracked on Facebook. Search engine optimization and social media analytics are

in the early stages.

Bonus Week: One week prior to the start of a season, discounted rates are offered for drop-in classes

for various programs. The classes are promoted on Facebook, the front office and on the Flip website.

Approximately 90% of individuals who took advantage of the discounted rates offered for September

drop-in classes, enrolled in a 2018 Fall program.

Bring a Friend day: Towards the end of the seasonal programs, participants can bring one friend to the

last day of classes. This encourages members to complete their program and attracts potential new

members who can experience the Flip programs first hand.

Groupon Coupons: Five-Class Coupons are available for up to 55% of the cost of Family, Summer Sampler

and Ninja-Warrior Drop-in classes for select age groups.

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Twice every three-month season, Mail Chimp campaigns (newsletters) are sent to subscribers with

updates on events, industry trends and other news related to Flip programs. For example, when

Canada’s consumer watchdog, CBC’s Marketplace aired an investigation of Trampoline Parks and

mounting safety concerns surrounding the use of trampolines12, the Flip newsletter provided a clear

explanation of the availability of the service for members and protection offered by the company.

Invitations for performances or special events are sent to Flip Factory’s existing and former members

and agencies supporting sports and the performing arts. They include information about the event and

contain links to teaser videos showing a unique performance or hinting at a special surprise.

Participants in Pre-school level programs receive a personal picture mid-session along with an “official

end-of-session” photo held in a Flip Factory frame. This provides encouragement and a souvenir.

Posters about activities, programs or upcoming performances are placed strategically throughout the

facility, equally visible to members, drop-in or birthday visitors. Large TV monitors located in the main

entrance, Flip Café and Tot Spot areas show photos of Flip Factory athletes and performers in action.

The company attracts family interest bloggers, fitness enthusiasts and writers for the performance arts

and cinema. For example, Damien Wood’s article in the Calgary Herald (April 2016) shared his experience

rehearsing stunts at the Flip Factory with Steven McMichael (Calgary-based performer and coordinator)

whose stunt performance credits include the Hobbit, Fantastic Four and X-Men films.13 Craig Coolahan,

Assemblyman of the Calgary-Klein provincial electoral district checked out the diversity that the “gym”

had to offer and shared his observations in a Small Business Profile in August 2017.14

One of Flip’s many philanthropic efforts is support for Sport Calgary, a volunteer non-profit society which

works to promote the growth of the local sports and fitness sector and increase the health and well-

being of the community. In January 2019, the “All Sport One City” event will provide Calgarians (18 or

older) a chance to try new forms of fitness free of charge. Flip Factory is offering stunt training, circus

arts and trampoline sessions as part of the 213 activities available through this event.15

Circus arts performances are driven more by the ability and skills of the performers than solely by the

script. Therefore, each show requires a unique marketing approach (wording and use of imagery) to help

the target market make decisions about attending. A combination of personal invitations, in-house

posters, social media postings and newsletter plugs are some of the ways used to reach the Cirque du

Flip audience. Community calendar websites such as www.todocanada.ca/city/calgary/event/ provide

location, time and pricing information as well as a direct link for online ticket purchasing. Cirque du Flip

performers also help to promote the Flip Organization at different local or national events.16

Competition:

Competition for memberships between fitness clubs is high in Canada and is expected to increase from 2019 – 2022.17 Recreational gymnastics, circus arts and dance, as well as ninja activities and parkour provide fun and challenging alternatives to conventional exercise routines. These types of outlets along with boutique gyms and facilities that are open 24 hours are the future fitness centers18, constantly

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challenging the limits of physical ability, while developing softer skills (e.g., creativity) in a social setting. In addition, various clubs offer bookings for birthday parties or other special events (e.g., corporate team building, fundraising), often combining access to the gym facilities with refreshments served in an alternate space. Catering and clean-up are typically the responsibility of the group renting the space.

Bookings for corporate functions (up to 150 people), small gatherings or day camps and outings for local

community groups (e.g., Cub Scout overnight jamboree) can be scheduled on Sundays from September

to June (except for long weekends and holidays) in any of Flip Organization’s gyms. This is also available

one Saturday in July and one Saturday in August. A two-hour private party for 15 – 20 guests is priced

between $325.00 to $385.00+GST and includes access to gym equipment and experienced trainers for

75 minutes. A full day of bookings includes 6 Flip Factory parties, 3 Tot Spot parties and 2 Ninja Warrior

or Circus parties. Equipment in all gyms is checked weekly with immediate attention to critical repairs.

While circus arts provide unique and fun fitness options developing both physical and mental balance

and strength, it is also a big business opportunity and a very competitive globally influential art form.19

Canada is recognized internationally for state-of-the-art circus performances and techniques, artists,

schools, research and investment in innovation and high quality preparatory training.20 Schools compete

for talent, students and ticket sales, but they also collaborate to ensure the safety and security of training

and performing environments and instructors that are well prepared to coach new performers.21 For

example, the École nationale de cirque (National Circus School) in Montreal, QC, holds auditions for

students from Western Canada at the Flip Factory and Flip Arts/Flip X-treme gyms annually.

Some circus schools hold performances for both national and international audiences, however, most centers that provide training for circus arts and related activities serve local markets. For example, Circus West and Vancouver Circus Schools in Vancouver, BC, Toronto Circus School in Ontario and the National Circus School in Montreal, QC. The Calgary Circus Studio and the Green Fools Theatre Company are in Calgary. Circofit and Firefly Circus Academy are in Edmonton, AB (Exhibit H – Competitors in Alberta.)

Training in circus arts is no longer seen as a physical or creative outlet for a select few. Participants of all

ages are reaping the benefits of increased physical ability, confidence, self-esteem and creativity. Even

large size organizations, such as Google, seeking alternative approaches to employee training,

engagement and team building have enrolled in “meaningful play” through Cirque du Soleil’s, “Under

the Big Top Experiential Learning Program.”22 Participants can challenge pre-conceived ideas and biases

through brainstorming or role plays exercises, workshops, backstage tours and activities (e.g. juggling).

Furthermore, by exchanging best business practices with Cirque managers they can explore new ways

to achieve operational excellence and enhance customer experience.

Canadian Consumer Trends as shared by Kelly Schreiber of L’ExpArts

The adult obesity rate in Canada is expected to increase at an annualized rate of 0.5% between 2018-2022. Obesity is expected to surpass smoking as the leading cause of preventable morbidity and mortality. Since childhood obesity is linked to low activity levels in children from the ages of 12 to 18, and since Canadians are becoming more serious about health issues, more attention will be paid to alternative fitness programs (like the ones Flip Arts provide) for maintaining health and wellness.23

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The promotion of local and federal health campaigns such as the Child Fitness Tax Credit and the proposed Adult Fitness Tax Credit (if implemented), will also help to stimulate gym and health and fitness club membership sales. Research has shown that physical movement in general can contribute to higher academic achievement, school attendance and constructive behavioral traits. Parents of the 18 years and under demographic will likely continue to seek out fitness programs and even personal trainers to counter the reduction in physical education in schools. This presents a positive but very competitive landscape for service providers of alternative fitness activities and programs (e.g., team sports, dance and yoga studios, performing arts, etc.).24

Canadians are also feeling more positive about their financial health than in recent years.25 And while

the reduction of personal debt is still a priority, they are more likely to spend discretionary dollars on

experience-focused outlets such as entertainment, dining out and travelling, with entertainment rated

as the most popular.26

Kelly focused on three groups, Millennials or Gen Y, Generation Z or iGen and the Baby Boomer

population.27 According to the 2016 Census 17% of Canadians are 65 or older. This is 0.3% higher than

the share that is 15 years (Gen Z) and younger. One exception to this is Calgary, which also has a

relatively large segment of the 15 and under demographic when compared to other Canadian cities.

After the Baby boomers, the next largest group in Calgary is Gen Y.

She found this interesting because when it came to choosing forms of entertainment on which to spend

discretionary dollars, both Gen Y and those sixty-five and older preferred outlets that would enhance

their personal experiences and lives. The former preferred to share the moments (e.g., Instagram

postings), while the latter sought artistic outlets that reflected their own personal journeys or where

they could learn something new. But neither was more loyal to one art form than another

Gen Y, she stressed, enjoyed attending both arts performances and sporting events. In fact, attendance

at sports events was associated with a greater likelihood of attending arts performances.28 Research also

showed that people who followed one form of performance art tended to subscribe to other forms as

well. Attendance at carnivals, she noted, was the exception, as they were not as prevalent.29

Not surprisingly, the sixty-five and older cohort were more frequent engaged in the arts given their extra leisure time. And a higher percentage than those under sixty-five years of age, visited the same venue multiple times a year. Furthermore, when it came to promoting the arts, the older than sixty-five cohort had a higher likelihood to recommend an arts or cultural event than younger audiences.30 They also enjoyed becoming involved through either collaborative or intermediary efforts. Like Gen Y they looked for social outlets and enjoyed attending events in groups.31 Parents and grandparents bringing young people to events often participate and engage in the events themselves.

Darlene’s Challenge

Traffic finally opened up and Darlene was on her way. There was much to do. She hoped Kelly could help

optimize her $15,000 communications budget for 2019 and devise a plan to ultimately position Flip Arts

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as the hub for circus arts and stunt training in Western Canada. She also wanted to improve utilization

of the Flip Arts/Flip X-treme gym. Some options include:

- continue to develop unique programs (e.g., silks, aerial yoga, ninja warrior training) for fitness-

minded adults seeking an alternative way to exercise

- offer more stunt training programs (due to increased movie productions in Calgary and southern

Alberta or

- promote bookings for corporate training and team building programs.

The Flip Organization’s success has been built on diligence, integrity, quality, transparency and support

for the community of gymnastics and circus arts. The team at L’ExpArts would need to keep this in mind.

Wendy Keller wrote this case to provide material for class discussion. The author does not intend to illustrate

either effective or ineffective managerial or administrative decisions. ©2018. Some of the content may be

disguised to protect confidentiality.

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Exhibit A – Flip Factory Mission

The Mission continues to hold true and provide a compass for the company’s long-term vision.

Create an exceptional environment and offer cutting edge gymnastic-based programs that captivate,

excite and challenge our members. Create a community of like-minded individuals who understand and

support the value of challenging yet non-competitive programs. Develop a culture of understanding,

acceptance and support for all who choose to be a part of the Flip Factory and contribute to the

organization’s goals and ideals.

Exhibit B – Flip Factory Layout

Exhibit C – Tot Spot

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Exhibit D – “ABOUT” the Flip Factory

FLIP

FLIP is a fitness movement! We are redesigning the landscape for gymnastic-based organizations and circus centers. We are

challenging traditional ideas and approaches by forging ahead with fresh attitudes, new ideas and methodologies built on a solid

foundation of ‘Fun, Fitness for All’ and spearheaded by a dedicated and multi-talented team of coaches, trainers, athletes, artists and

support staff.

FLIP FACTORY – FUN, FITNESS FOR ALL – is the foundation for FLIP and provides a number of popular gymnastic-based programs

for beginners through to advanced athletes and toddlers through to teens. Flip Factory provides high quality programs that are purely

recreational but challenging and staffed with highly qualified coaches. All participants are treated with the same respect and care across

the board. Flip Factory has a reputation for all inclusiveness regardless of shape, size, age, background or ability. Flip Factory is a unique

facility by design: Businesses operate within the business, the physical layout is multi-level, bright, colorful, creative and inviting.

FLIP ARTS & FLIP X-TREME – THE FUTURE OF FITNESS & ENTERTAINMENT – These programs are geared toward teens and adults,

from beginners to professionals. The Flip Arts and Flip X-treme training space is adjacent to Flip Factory but is uniquely different from the

Factory. The space has a sophisticated and more mature feel. Flip Arts is also a performance venue, with a black box theater space for the

performing arts. Flip X-treme houses many of the obstacles used in Ninja Warrior Challenges including an air bag for high falls training.

FLIP MOBILE – BRINGING OUR GYM TO YOU – is a dual faceted program: We provide daycare centers with a weekly gymnastic-

based, physical education program which coincides with Sport Canada’s Active Start initiative. As a strong proponent of ‘literacy for life’,

FLIP and in particular, Flip Mobile strive to provide as many preschoolers as possible with an opportunity to make gains in the area of

fitness and develop a life-long affinity for physical activity.

Flip Mobile also provides schools with the equipment and expertise necessary to conduct a multi-faceted approach to gymnastic based

activities: Circus, parkour, stunt-nastics and gymnastics. Flip Mobile for schools satisfies curriculum requirements and follows the

guidelines for equipment use as put forth by the Department of Education. Flip Mobile not only helps educate students, but empowers

teachers with the training and tools necessary to feel comfortable teaching a variety of abilities and levels with minimal equipment.

FLIP CAFÉ & TOT SPOT – FUN, FOOD & FRIENDS – This unique space can be found on the second level of Flip Factory, Flip Arts and

Flip X-treme. This inviting and bright space houses an indoor playground with a wide array of soft, safe equipment to encourage

movement and exploration. This is a non-structured, free play area for children 5 and under. The goal for this space is to keep caregivers

and children active and encourage psycho-social development in youngsters. Flip Café is adjacent to the Tot Spot and serves Flip Factory

customers and as well as neighboring businesses. A number of healthy, hearty and delicious menu items along with specialty coffees

and teas are served.

FLIP UNDER THE BIG TOP – CIRCUS ARTS FOR ALL – encompasses FLIP’s philanthropic initiatives. Giving back to the communities

we serve is part of our Flip Culture. Flip supports a number of private, public and non-profit organizations and individuals. In addition to

these important causes, FLIP UNDER THE BIG TOP, is an annual fundraiser circus camp for youth and teens, beginners to elite level

athletes. This intensive circus training camp culminates with two public performances. Local and international guest coaches along with

Flip staff contribute to the event’s success.

Extracted from; http://www.flip-factory.com/about/flip/

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Exhibit E – Flip Arts/Flip X-treme Vision

To help foster the development of circus arts and stunt training in Western Canada. To provide

innovative, safe training and performance space for individuals and organizations. To collaborate with

individuals and organizations passionate about circus arts and stunt training. To create a hub for circus

arts and stunt training in Western Canada. To provide performers, athletes and artists in Western Canada

with an opportunity to excel in circus or stunt training.

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Exhibit F – Flip Arts/Flip X-treme 2019, 10 – 11 Week Programs

Accessed from: http://www.flip-factory.com

Program About Age Group

4yr, 9m - 7yrThurs 2:00pm - 3:15 pm

4yr, 9m - 7yr Sat 1:30pm - 2:45 pm

Tues 4:30pm - 5:45pm

Tues 5:45pm - 7:00pm

Thurs 4:30pm - 5:45pm

Thurs 5:45pm - 7:00pm

Thurs 5:45pm - 7:00pm

Sat 3:00pm - 4:15pm

Sat 4:15pm - 5:45pm

Tues 7:00pm - 8:30pm

Thurs 7:00pm - 8:30pm

Sat 4:15pm - 5:45pm

13yr - 17yr,

11m Thurs 7:00pm - 8:30pm

5yr, 6m - 8yr,

11mSat 9:00am - 10:15am

9yr - 14yr, 11m Sat 10:15am - 11:30am

9yr - 14yr, 11m Thurs 4:30pm - 6:00pm

9yr - 14yr, 11m Sat 12:00 - 1:30pm

CIRCUS

Advanced ATA 9yr - 17yr, 11m Tues 6:30pm - 8:30pm

CIRCUS

Advanced TRAC 9yr - 17yr, 11m Tues 6:30pm - 8:30pm

15yr and up Tues 8:30pm - 9:30pm

15yr and up Thurs 8:30pm - 9:30pm

5yr, 6m - 8yr,

11m Mon 4:30pm - 5:45pm

5yr, 6m - 8yr,

11m Mon 5:45pm - 7:00pm

5yr, 6m - 8yr,

11m Wed 5:45pm - 7:00pm

9yr - 14yr, 11m Mon 5:45pm - 7:00pm

9yr - 14yr, 11m Mon 7:00pm - 8:30pm

9yr - 14yr, 11m Wed 5:45pm - 7:00pm

Intermediate

Extreme Sampler9yr - 17yr, 11m Wed 5:45pm - 7:15pm

CIRCUS Aerials

Adult Programs

Men and women are taught a variety of skills and

combinations using aerial silks, aerial hoop and trapeze.

Includes basic acrobatics and individual or partner

balancing. Personalized training programs cater to each

individual's goals and fitness objectives.

Class focuses on circus aerials (silks, trapeze, hoop) and

acrobatics (hand balance & tumbling). Open to boys and

girls of all skill levels. 

CIRCUS

Intermediate

ATA

Open to boys and girls who have shown proficiency in circus

aerials (aerial hoop, trapeze and aerial silks), tumbling,

trampoline and acrobatics through Flip's Circus Sampler or

a similar program. Students may have an opportunity to

sample teeter board, trampowall and other circus events.

The focus however, will be on aerial apparatus. The session

includes performance in Flip Arts theatre! 

NINJA WARRIOR,

PARKOUR &

STUNT

TRAINING

Extreme Sampler

Extreme Sampler incorporates parkour, stunt training, Ninja

Warrior obstacles, and trampoline! A fast-moving program

is designed to improve strength, cardio, and flexibility.

Parkour is the sport of moving from one place to another as

efficiently as possible; this includes using various vaulting

and tumbling skills which can be adapted to an urban

environment. Stunt training will include low falls and high

falls into the airbag, mini trampoline, staff & sabre. Ninja

Warrior circuit featuring warped wall, salmon ladder, giant

monkey bars, and other obstacles will also be included.  

2019 Winter Session

(Jan 7 - Mar 23)

CIRCUS

Mini Flippers

Boys and Girls

A combination of acrobatics, trampoline and circus

activities. Mini Flippers have already mastered fundamental

basics such as cartwheels, handstands, pull-overs and can

easily climb a rope.

CIRCUS

Sampler

Boys and Girls

Participants enjoy a variety of circus, gymnastic acrobatics

and trampoline activities: Aerial silks, trapeze, aerial hoop,

tight rope, walking globes, Chinese Poles, prop

manipulation, acrobatics, trampoline and tumble track.

5yr, 6m - 8yr,

11m

8yr,6m - 11yr,

10m

9yr - 14yr,

11m

CIRCUS Aerials &

Acrobatics

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Exhibit G – Posters for Cirque du Flip Productions

Accessed from: http://www.flip-factory.com/about/archives/

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Exhibit H – Flip Arts/Flip X-treme Competitors in Alberta

Accessed from company websites

Company Types of Programs Additional Information SM, PR and Direct Marketing

Breathe

Parkour

Recreational Parkour programs (6+ yrs)

Group bookings & Private sessions

Seasonal Camps (e.g., Flip and Performance

camps),

Birthday parties(Sat and Sun, 1 - 5:00 pm)

Events

Started out as a Magazine (2011)

3 locations: First in 2014;

North Calgary & Lethbridge -

5000 sq ft gyms,

South Calgary - 10,000 sq ft gym

All day Gym in 2 locations

Moderate pricing for classes

Websites linked to each other

Facebook (approx 6944 followers) shows

pictures, videos. Instagram provides updates

on events, Newsletters - each location

News articles, LinkedIn; Magazine available in

paper and online. Accessed around the world.

Circofit

Aerial Arts

Beginner, Intermediate and Advanced

classes Workshops (corde lisse, aerial silks

and straps, trapeze, handstands,

contortion)

Group Events and Parties - Th, F and Sat

(e.g., Adult Parties, Bachelorette, Corporate

Team Building )

Founded in 2015;

Members pay monthly fees

Website provides history, information about

programs, photos, videos, audio clips from

interviews and radio spots. Features in

Edmonton Sun. Spot on Shaw TV;

Facebook (approx 1403 followers), Instagram

Youtube. Blog - articles about Flexibility,

Fitness Photo shoots;

Vue Weekly's Best of Edmonton Awards 2018.

Calgary

Circus

Studio

(Calgary

Aerial

Movement

and Arts)

Recreational circus programs for kids, teens

and adults. Workshops and private sessions

for individuals and groups.

Programs, workshops and camps focus on

training for aerial arts, acrobalance,

equilibristics and prop manipulation

Bookings and studio rentals (e.g, photo

shoots)

Do not offer any professional acts or events

Non-profit org.,

Teaching circus arts since 2002

M & W (5-8 pm), T & Th (11am -

12pm), Sat (10:00 am-11:30 pm)

Sun (12:30 pm to 6:30 pm)

Closed Mid July to Mid Aug, Same

church space as orig Flip Factory

Classes competitively priced.

Mandate is to increase interest in circus arts

in the community under the tagline "Circus for

Everyone" Photo quality website - no direct

links to Social Media

Facebook (approx 633 followers) - includes

photos (no videos) and info on how to get in

touch

Green Fools

Theatre

Classes in physical theatre arts (e.g., masks,

puppets, mime, clown, Commedia Dell'Arte,

slapstick, movement & make-up techniques)

Circus camps/workshops - 5 days (e.g., stilt

walking, unicycle, juggling, tight wire and

swinging trapeze, acrobatics, aerial, and Hip

Hop); end with student performances.

Mainstay productions & Community events

FOOLS IN SCHOOLS - day long programs at

schools, universities, college, community

centers

Professional performers available for events

Established in 1991 in Calgary

Non-profit, charitable society

Relies on funding, donations and

volunteers (e.g., Funding -Alberta

Foundation for the Arts, Calgary

Arts Development)

Also partners with Cirque du

Soleil.

Moderate pricing

Free circus camps for youth at risk,

new immigrant and first nation

youth (8yrs +)

Website discusses programs, features a Blog,

updates (News) and provides ways to contact,

follow and give donations.

Social Media includes Facebook (approx 1696

followers), Twitter and Youtube

Newsletters.

Firefly

Circus

Academy

(part of

Firefly

Theatre

and Circus)

Recreational classes for adults in aerial silks

(tissue), aerial hoop, rope (corde lisse),

straps and trapeze. Aerial conditioning,

handstands and acrobalance, contortion

and extreme stretching, and aerial yoga.

Private instruction available.

Special classes for kids (9-16).

A Taste of Circus Class for (14 years +)

Professional development (circus art

coaches and trainers) workshops in the

Firefly Circus academy

Located in Edmonton, Alberta

Productions include the

Smithsonian Institute

(Washington, D. C.),

The Pacific National Exhibition

(Vancouver); The 2006-2010- Grey

Cup Festivals, Canada Day in

London, England

Online registration;

Moderate to high pricing.

Website links to Social Media

Facebook (approx 1789 followers) - shows

photos, videos, updates on events; Twitter,

Instagram and Youtube show acts, Blog talks

about event

Firefly Circus/Theatre productions provides

entertainment for public and private events

Spectacle

Blue

Recreational classes for different age groups

Drop-in fitness programs based on circus art

Residency programs

Teacher training workshops

Birthday parties; Full day or week-long

camps

Located in Okotoks, Alberta

Moderate pricing for programs

Offers teacher certification for

different levels of skills

Website links to Social Media - Facebook,

Twitter, Instagram; Website provides history

of their staff/coaches, list of available

programs with details

Page | 15

Endnotes/Footnotes:

1https://www.bepartoftheenergy.ca/?utm_source=facebook&utm_medium=cpc&utm_campaign=remarketing&utm_term=general&utm_content=staticv1 Accessed September 13, 2018 2 In Focus: Economic Trends: Treasury Board and Finance, September, 2018 3 https://calgaryherald.com/news/local-news/steady-decade-forecast-for-calgary-and-region-after-years-of-boom-and-bust Accessed August 24, 2018 4 https://www.alberta.ca/economic-trends.aspx Retrieved October 23, 2018; https://www.150.statcan.gc.ca/n1/pub/12-581-x/2018000/is-re-eng.htm Accessed October 23rd, 2018; Calgary-and-Region-Economic-Outlook-2018-Fall-Executive-Summary.pdf, Fall 2018 5 http://sportforlife.ca/about-us/our-history/ Accessed October 23, 2018 6 Parkour (noun) is the art of “getting away” or “flight.” An activity or sport of moving rapidly from point A to B, typically in an urban environment. The athlete negotiates obstacles by running, jumping or climbing over and around them in the most efficient way possible. 7 Cirque Global: Quebec’s Expanding Circus Boundaries edited by Leroux and Batson, 2016, McGill – Queen’s University Press, p xxi 8 The Russian bar (or Russian barre) is a circus act which combines the gymnastic skills of the balance beam, the rebound tempo skills of trampoline and the swing handstands skills of the uneven bars and the parallel bars. The bar (or barre) itself is a flexible vaulting pole around 4 meters long, typically made of fibreglass. The Chinese Pole is a vertical pole on which circus artists climb, slide down, and hold poses. A teeterboard looks like a plank see-saw and is used to catapult circus performers into the air. 9 KidSport is a national not-for-profit organization that provides financial assistance to pay for registration fees and equipment to children aged 18 and under. Since its creation in 1993, over 750,000 Canadian kids have been able to participate in sports through grants and programming made possible by a network of 11 provincial/territorial KidSport chapters and 166 community chapters. http://www.kidsportcanada.ca/about-us/ Accessed December 27, 2018 10 Canada’s premier circus act which has been in the entertainment business for over 30 years 11 An online gymnastics registration and management software that facilitates scheduling and attendance tracking, etc. www.amilia.com/industry/gymnastics-registration-software, Accessed November, 2018 12 In September, 2018 the Alberta Gymnastics Federation (AGF) notified more than 80 fitness, dance and gymnastics clubs that it would no longer provide insurance for the use of trampolines for purely recreational classes, camps, Birthday parties, cross training or drop-in sessions. A mounting concern over the number of trampoline related injuries and escalating insurance costs means that only competitive athletes and those enrolled in trampoline and tumbling classes have access to trampolines. Because their insurance coverages extends beyond that of the AGF, the Flip Factory can continue to offer non-competitive trampoline programs and drop-in days until July 2019 when their own liability insurance for recreational use of trampolines expires. https://globalnews.ca/news/4463727/alberta-trampoline-restrictions-insurance-costs/ https://www.nsnews.com/news/investigation-the-mounting-concerns-over-canadian-trampoline-park-safety-regulations-1.23161689 Accessed September, 2018 13 http://www.flip-factory.com/about/archives/ Accessed August 24, 2018 14 https://craigcoolahan.alberaandpcaucus.ca/about/news2/post/small-business-profile-flip factory Accessed August 24, 2018 15 https://www.sportcalgary.ca/all-sport-one-city-sessions Accessed December 2018 16 http://www.flip-factory.com/about/programs/ Accessed August, 2018 17 IBIS World Report no. 71394CA: Gym, Health and Fitness Clubs in Canada, file:///C:/Vanier%202018%20BDE%20Case%20Comp/71394CA%20Gym%20Health%20-%20Fitness%20Clubs%20in%20Canada%20Industry%20Report.pdf Accessed October, 2018 18 Ibid 19 http://www.sshrc-crsh.gc.ca/society/stories-histoires/story-histoire-eng.aspx?story According to Patrice Aubertin, the Social Sciences and Humanities

Research Council of Canada (SSHRC) Industrial Research Chair for Colleges in Circus Arts at the École nationale de cirque in Montreal. Accessed October 23,

2018; Link no longer valid 20 Ibid 21 http://www.nserc-crsng.gc.ca/Chairholders-TitulairesDeChaire/Chairholder-Titulaire-eng Accessed October 23, 2018, Link no longer valid 22 http://www.industryandbusiness.ca/employment-opportunities/how-a-circus-act-is-transforming-the-corporate-retreat-experience 23 IBIS World Report no. 71394CA: Gym, Health and Fitness Clubs in Canada, Accessed from file:///C:/Vanier%202018%20BDE%20Case%20Comp/71394CA%20Gym%20Health%20-%20Fitness%20Clubs%20in%20Canada%20Industry%20Report.pdf October, 2018 24 Ibid 25 http://www.mintel.com/press-centre/social-and-lifestyle/canadians-spend-their-extra-dollars-on-entertainment-travel-and-dining-out-in-2018 Accessed October 2018 26 Ibid; Mintel’s Canadian Lifestyles 2018 report, is based on a survey of 2,000 respondents. 27 For the purpose of this case Baby Boomers are defined as born between 1946 and 1964. Millennials or Generation Y are those born between 1980 and 1994. Generation Z or iGen’s starting birth date is in the mid-1990’s to mid-2000’s, 28 IBIS World Report no. 71394CA: Gym, Health and Fitness Clubs in Canada, file:///C:/Vanier%202018%20BDE%20Case%20Comp/71394CA%20Gym%20Health%20-%20Fitness%20Clubs%20in%20Canada%20Industry%20Report.pdf Accessed October, 2018 29 https://www.artsprofessional.co.uk/magazine/318/feature/snapshot-older-audiences Accessed October, 2018 30 Ibid 31 https://adage.com/print/299994 Accessed October 1018